Dave Marold

Chuck McLeester's blog explores issues about marketing and marketing measurement. He is a marketing strategist and analyst with experience in healthcare, pharmaceuticals, financial services, pet products, travel/hospitality, publishing and other categories. He spent several years as a client-side direct marketer and 25 years on the agency side developing expertise in direct, digital, and relationship marketing. Now he consults with marketers and advertising agencies to create measurable marketing programs.

During a session at the Direct Marketing Association’s annual conference in October, Dave Marold, director of direct marketing for Livonia, Mich.-based AAA Life Insurance, partnered with consultant and author Jeanette McMurtry, of Vail, Colo., to give a presentation about the concept of emotional selling propositions, aka ESP, which McMurtry describes as a message that “appeals to the one real trigger of sales—emotional fulfillment.” “Traditionally, marketers have always developed a marketing program around a unique selling proposition,” she continues. “But we live in a day and age when it’s very difficult for a company to be unique. And that isn’t what’s drawing customers for a lifetime

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